Getting a Job in Advertising

One of my favorite things to do is chatting with college students about careers in advertising. And whenever I have the opportunity to speak in a classroom--an invitation I'm always flattered by--the subject of "what advice do you have about breaking into the business," always comes up. And rightfully so.

I've had the same collection of responses for years... probably time to do a post about it. But I'm posting them up primarily because these are my thoughts. I've taken nothing out of a book. I feel these 10 things are the correct things to do. The correct things to think when you're looking to start a career in advertising. But, since I'm making blanket statements to people who will be joining a huge field, I encourage others who have been in the industry for awhile, as I have, to challenge, add or correct this collection of thinking. I want to make sure I'm representing the collective thought of our business in an accurate way.

Some entry-level career thoughts/advice:

1. When you start out, move to the largest city you feel comfortable in, work at the largest agency you can, and get on the largest account you can.  When you first join an agency, no matter what department you're in, you're going to get your butt kicked. You're going to work long hours and do menial tasks. It doesn't matter if your account is a Fortune 500 company or a local retailer. So given this, choose the former. Get your feet wet on something huge. Work on Pfizer, P&G, Nestlé or Ford. You will learn a ton more and your resume will look stellar right out of the gates. There will be a time when you're older, when you may not want to work on accounts with lots of layers of approvals. And it's far easier to go from big to small than from small to big.

The other thing is, when you join a big shop right out of college, you meet a ton of people just like you: 23/24 year olds starting their careers from all parts of the country. Meeting a large collection of people when you begin allows you to build a network that will criss cross the country as people move around. This makes you better. Also, at a big shop you're pretty much guaranteed to find talented people. When there's 300 people in one building someone there has chops. Find them, hang out with them, learn from them.

2. Keep your resume to one page. I've worked in this business for more than 10 years, and my resume is still one page. If you're coming out of college with a two page resume, cut it down...on the career front, trust me, you're not that interesting yet.

3. Infuse minor moments of design in your resume. 8 out of 10 resumes I get use Times New Roman font. Try something else. Also, pick up a design book and see what you can do to make your resume look prettier. Doing so will elevate you. But don't go too far: I once saw a resume with a huge bird on it--going too far just makes you seem kinda weird. Oh, and keep any cover letters very short and too the point.

4. A well-designed resume gets you considered, but YOU get the job. When I interview for entry-level positions I look for only two things: passion for the industry and work ethic. I look for those things because no agency can teach passion and work ethic. You either have them, or you don't. And all the great industry leaders posses those two things. When you interview, make sure those traits come out. And if you don't have those traits, please, don't work in advertising--you will only become frustrated with the business and get in the way of everyone else who loves it.

5. Don't be late, don't be early. Everyone knows not to be late for an interview. Another piece of advice, don't show up 15 minutes early either. Showing up early puts pressure on the one interviewing you. Trust me, they're not ready for you yet. Upon learning you're upfront and way early, the interviewer has choices to make regarding those unplanned 15 minutes: Do I leave them up there waiting? Do I stop what I'm doing and bring them back? Do I go up and say 'hi' then come back and finish what I'm doing? Truth be told; it's kind of irritating. Being way early is good in spirit, but in today's world every minute to return an email counts.

My advice: Give yourself plenty of time beforehand so you're not rushed. Show up to the building 20 minutes early and get your bearings. Then relax, walk around the block, go into a Starbucks, call someone, just kill time. Then, somewhere around seven to five minutes till, go inside to the reception area. By the time the call comes through to the one who's interviewing you it will be just a couple minutes before you're due, allowing them to hit "send" on an email, use the restroom, and casually come out to say "hi."

6.  Have some favorite ads in mind. In every interview I ask, "what are some pieces of communication that you like?" This isn't a trick question. I don't want to hear pieces my agency did and I'm not expecting to hear a Gold Lion winner at Cannes, I just want to hear that you like something. There's really no wrong answer. It just shows that, in your spare time, you're paying attention to the industry (see 'passion for industry' above). No matter what's on the resume, people who can't answer this question don't get a job with me. (This isn't just entry level, by the way. At the mid-level sometimes people can't answer this. It's always shocking when one can't.)

7.  Thank you. Yes, always send a thank you, but it doesn't have to be a note card. An email is fine. In fact, an email allows you to attach a link to a great ad, or an interesting page, or something that may have come up during the interview. It allows you to keep a dialog. But note cards are always nice too. Send whatever you're most comfortable sending.

8. Check your sense of entitlement at the door. Yes, you're smart, but coming out of college, you don't know how business works. You can't. It's impossible. Even if you've interned somewhere, you haven't been "in business" yet. The company will give you a shot, but it's up to you to add value and learn. The company doesn't owe you anything except to provide an environment that's robust with opportunities to learn. It's up to you to grow and make that business better however you can.

9. Watch the industry trades. Agencies won't make room for you. They hire when someone leaves or they win business. Filling the void of the former is pure luck or you quickly responded to a Craig's List posting. The latter is accomplished by watching Adweek or industry blogs, such as this one. If an agency wins something, float a resume in with a note of congratulations. They need to staff it.

10. Keep trying, but don't be annoying. Once you establish contact with someone at the shop, keep in touch. Forward something cool you found online every once in a while, send a note of congratulations if you read an article about them. If they don't respond, don't worry. They're busy and they'll see that you're interested. Just remember the rule of "half": If a month has gone by since you last sent a note, it will seem like only two weeks to them. Pace your timing wisely. 

That's it. Everything else is common sense. Good luck out there... (Anyone have additional thoughts/advice?)

Comments

[Brian Harrison]

Great advice John. If you don't mind, I'd like to cross-post it on the Idaho Ad Agencies blog.

[John Drake]

Thanks! Absolutely, man... please feel free to cross-post.

[Nicki Degirmenci]

Thanks for the advice, John! Again, you are such a motivation. Do you know of anywhere to apply in Moscow, ID?